one becomes 10 then 11

Context

We have enjoyed a successful partnership with KRONE UK since 1999, each year being re-appointed as its online marketing team focussing on business-to-business communication with distributors, service providers and partners. Over the six years, we have developed the online brand, designed, built and managed the website, and eased the company into the world of business-to-business digital marketing. In essence, we are the e-marketing department.

In late 2004, ADC Telecommunications Inc. acquired KRONE. We worked with a partner organisation to re-brand as ADC KRONE and created the websites to reflect the re-branding of the company. In taking over responsibility for 10 previously independently managed, regional websites, our challenge was to unify the technology platform and structure of each website. We also needed to ensure brand, message and content consistency. We received our brief on Christmas Eve, 2004 and agreed to deliver in time for the CeBIT trade show in March 2005.

Objectives

• Recommend and adopt a single technology platform
• Completely re-build the existing EMEA region websites
• Adhere to agreed ADC brand guidelines
• Liaise with multi-national project teams to manage the transfer of responsibility
• Unify the brand and marketing messages from 10 previously distinct teams
• Develop a core set of website templates for future integration of content management
• Create a consistent site architecture and navigation
• Plan and execute the project within strict timescales
• If time is available, to create and launch an 11th website for France

Solution

The online brand and key messages were agreed. Website templates were created, incorporating a top level navigation structure that mirrored that of the ADC website. A global standard for content presentation and website navigation was agreed and built. This is now ready to be easily applied to more websites, as ADC continues on its strategy of growth and acquisition. A technology platform was adopted which will enable the simple migration to IBM Websphere over the next 18 months. Finally, content from all countries was integrated into the new structure.

For further examples of the work we carry out, please contact us.